ЗАСТОСУВАННЯ АНТОНІМІЧНОГО ПЕРЕКЛАДУ В ПРОЦЕСІ ВІДТВОРЕННЯ РЕКЛАМНИХ СЛОГАНІВ УКРАЇНСЬКОЮ МОВОЮ

Objective. The objective of the article is to explore the ways of advertising slogans adaptation to the language of translation by antonymous translation applying. Methods. Methodological basis of the present research presupposes the following kinds of analysis: comparative and translation analysis, grammatical, semantic and stylistic notions in original and translated texts comparison, analysis of ways of rendering and the antonymous way of translation applied in the process of advertising slogans rendering into Ukrainian. Results. Theoretical aspects concerning the notions of advertising, advertising slo-gan, transformation are systematised. Cases and examples of antonymous translation va-rieties (positivation, negativation, annihilation) in the process of famous brands advertising slogans rendering into Ukrainian are analysed.